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Diversity programs: a strategic business initiative that helps U.S. corporations compete globally.

When one door shuts, another frequently opens. Such is the case with diversity programs which are now flourishing and expanding at U.S. corporations as affirmative action programs languish under a cloud of suspicion and doubt.

The reason for the difference is simple. Diversity is a more global, all-encompassing concept, going beyond affirmative action while still embracing some of its fundamental tenets.

The more you have diversity procedures and processes that work for everybody...the less you need affirmative action," says Dr. R. Roosevelt Thomas Jr., founder and president of The American Institute for Managing Diversity at Morehouse College in Atlanta. Dr. Roosevelt's vision may be radical. In fact, most large corporations remain very serious about both programs.

Diversity Programs Flourish

But diversity has definitely taken the lead when it comes to fulfilling human development needs within corporations. "Diversity deals with developing the full potential of everybody-African Americans and other minorities, women and white men-in pursuit of an organization's overall objectives," Dr. Roosevelt explains.

This bottom-line impact gives diversity its strength. Today, many Fortune 500 corporations, and even smaller companies, are making diversity programs part of their strategic planning process. At NYNEX Robyn Phillips, director of Corporate Culture Initiatives, explains that "Diversity is not just a matter of meeting goals. Its a little more strategic. Our diversity targets are our business goals." What has turned diversity into a business issue for American corporations? The need to become more competitive globally; downsizing, which creates the need to get more work and vision out of a smaller workforce; and, above all, demographics. The Hudson Institute and the Glass Ceiling Commission have issued wake-up calls, predicting major changes in America's demographics. By the year 2050, minorities are expected to make up over 50% of the U.S. population.

The Globalization of Consumer Markets

The consequences of all these forces for corporations are enormous. In the U.S., new opportunities are developing in almost every consumer market. Abroad, there is a globalization of consumer goods. To deal with this, American companies need new ways of attracting customers and selling products. This means a wider range of ideas and perspectives that can only be found in a more diverse workforce where every individual is valued.

Companies like Xerox believe that diversity fosters greater creativity and innovation. "When you try to be more open, as opposed to using the ideas of one group limited by their experiences, you get a chance to tap into the total spectrum of creativity," explains William Castle, vice president of human resources for strategic services.

The Popularity of Diversity Councils

Today, diversity initiatives come in all sizes and shapes, just like the people in them. These programs include traditional avenues for encouraging diversity: training and development, new promotion review policies, recruiting at historically black colleges and universities and minority purchasing programs. Then there are newer trends like affinity groups and internal job fairs. In addition, many companies today are forming diversity councils. Some of these are a top-down phenomenon, chaired by the top executives and aimed at getting out the company's commitment to diversity. Other councils are set up on a department-wide level, to deal with diversity issues on a grass-roots basis.

Already, there are signs that diversity training is working. When General Motors discovered that 55% of GM truck buyers were women, they invited women employees to give advice on how to make the GM trucks more user-friendly to these buyers. The women employees came up with several ideas, such as a different placement for vanity mirrors. General Motor's action seems to reflect a new mind-set, which is hard to imagine without greater executive openmindedness and diversity training.

A Key to Greater Competitiveness

Despite this type of success, all diversity programs take time to create, put in place and work. Most require major changes in corporate thinking, admits Joy Leache and her three co-authors in A Practical Guide to Working with Diversity. Success in diversity programs "requires looking at the ways in which we conduct business to ensure that the best structures, practices, and processes are in place to support the organization becoming enriched by its diversity."

Today, many U.S. corporations are taking these steps. And their employees, as well as customers, will be the beneficiaries. The following pages contain descriptions of a number of the initiatives underway at the U.S. companies that are generally leaders in this field.

It is their commitment to diversity programs and training that will make these initiatives work. And that, in turn, will enable these corporations to become more competitive and profitable in their home markets, as well as in the global marketplace.

Amerada Hess Corporation

Amerada Hess Corp. is a Fortune 100 oil company with approximately 10,000 employees and $6 billion in annual revenues. In the U.S. and abroad, both onshore and offshore, our company explores millions of promising acres. Thousands of successful wells produce oil and gas from its substantial reserves.

Our operating philosophy rests on the basic concepts of product quality, service to the public and concern for the environmental and natural resources we manage. At Amerada Hess, good enough simply isn't good enough. Our uncompromised quality standard is always "excellence." This philosophy has earned the commitment of our employees, the respect of technical experts industrywide and the confidence of countless customers.

Employment Opportunities

Entry-level positions, depending on our corporate staffing requirements, may be available for college graduates with bachelors degrees in engineering, computer science, accounting and marketing. Specifics for engineering and computer science majors are:


Many entry-level petroleum engineers are recruited and hired through the U.S. Production Department's Summer Engineer Program. This program is designed to attract talented sophomores and juniors to challenging positions that will supplement their academic strengths with rewarding practical experience.

Computer Science

Programmer analysts design and modify software that is a lied to the company's scientific and business needs. They identify user requirements for information, develop computer programs to meet those needs and advise operating management of the capabilities of systems and equipment.

Application Information

Applicants who wish to contact the company directly may send a resume and cover letter to the following address: Walter C. Vertreace, Manager, Corporate EEO, Amerada Hess Corp., 1 Hess Plaza, Woodbridge, NJ 07095.

Andersen Consulting

Andersen Consulting is a leading global management and technology consulting firm whose mission is to help its clients become more successful. The firm works with clients from a wide range of industries to help them align their people, processes and technology with the company strategy to achieve the best business performance. Andersen Consulting employs more than 38,000 people in 47 countries.

At Andersen Consulting, diversity means acknowledging each individual's uniqueness, thereby allowing each person to feel accepted and to contribute to his or her fullest. By recognizing and promoting diversity as an asset, we enable our people to contribute to Andersen Consulting's continued growth and to celebrate the success of the individuals within our firm. To be successful in our business, we require that our uniquely skilled individuals work together with a variety of client personnel in a team environment.

Partner Marie Campagna is a member of Andersen Consulting's Americas Management Committee. She oversees a number of diversity programs, including mentoring for women and minorities, diversity awareness workshops and diversity measure and metrics. In addition, a group of leadership African Americans and Hispanics participate on the diversity core team, which assists in designing and implementing new diversity initiatives. Nellie Gonzalez, national diversity recruiting leader, works with both Campagna and the core team to lead our minority recruitment activities, including relations, scholarship, internship and leadership programs. Andersen Consulting also participates as a board of director member with Inroads, National Action Council for Minorities in Engineering, the National Society of Black Engineers and other related minority organizations.

All of our employees are encouraged to participate in diversity events, ranging from recruiting and mentoring to nonprofit organization involvement. Andersen Consulting will continue to seek and create opportunities that reinforce an inclusive corporate culture.

Central Intelligence Agency

Diversity Overcomes Downsizing

Despite radical downsizing, diversity programs are alive and well at the CIA, says Robert Simpson, chief of recruitment support for the Central Intelligence Agency (CIA).

"We continue to have an active diversity program because we know that we can miss a lot of talent if we don't recruit in as many places as a possible - including places where other organizations may not seek new employees," he explains.

The CIA continues its diversity programs, despite the fact that by the year 2000 it will have downsized by 20%. Simpson says that like all federal agencies, the CIA has had to meet certain equal opportunity hiring guidelines over the years. In the late 1980's, the agency did particularly well when it came to recruiting African Americans. But its record with Asians and Hispanics was not as strong.

Simpson attributes this disparity to the CIA's strong, ongoing recruitment program at historically black colleges and universities (HBCUs), plus its good relationship with the National Association for Equal Opportunity in Education. "Our recruiting calendar shows the extent of our efforts," he says. Twenty-five percent of the agency's entire recruiting activity takes place at HBCUs or colleges with over 25% minority population.

What created this strong commitment? "That's the way the U.S. is," says Simpson. "We want to be representative."

Simpson says these efforts have paid off. "We've had a lot of minority officers move up in the Senior Executive Service (SES)," he says. The agency also has a very active African American affinity group called BOSS, the Black Officer Support System.

Currently, the CIA is in particular need of people with advanced degrees in international economics, computer science, electronic engineering and accountancy. It is also looking for those fluent in Asian languages.


At CIGNA, we are "A Business of Caring." We care about our customers, our employees and our community. And we understand that appreciation and respect for people are a part of that caring. We care about all kinds of people - from different backgrounds, with diverse skills and talents - and we value them for their differences,

CIGNA strives to create and support an environment that attracts and retains the most talented, ethical, well-trained, mutually supportive and diverse people. An ethnically and culturally diverse workforce mirrors our customer base, and is important to increasing profitability and building shareholder value in the company.

Separately CIGNA Foundation, CIGNA's philanthropic arm supports diverse organizations and endeavors including inner-city schools, the National Black M.B.A. Association, the Black Executive Exchange Program, the National Puerto Rican Forum, NAACP the Dole Foundation for Americans with Disabilities, Habitat for Humanity and Big Brothers/Big Sisters The CIGNA Foundation funding for these and related activities was nearly $7.3 million last year Beyond the financial support, however, is the personal commitment demonstrated by our employees. Thirty-six percent of CIGNA employees volunteer an average of five to 10 hours each week.

CIGNA recruits and hires from some of the most ethnically diverse talent pools in this country and abroad. Domestically, we recruit from various colleges and universities with significant numbers of minority students. Further, minority-oriented executive search and recruitment firms are used to seek out and attract the best talent. We consider these diverse members of our workforce to be a competitive advantage.

These efforts are representative of the types of multifaceted programs and initiatives CIGNA has made and will continue to make to increase the opportunities for people of color, women, individuals with disabilities and veterans, and to ensure that the changing demographics of the labor force and our markets are clearly reflected within our workforce.

Coopers & Lybrand

Capitalizing on Diversity

Like many organizations across the country, Coopers & Lybrand is committed to diversity. Both our Values Statement and our business strategy relay this key message: We foster and celebrate diversity.

And, like many organizations, Coopers & Lybrand recognizes that achieving greater diversity is not only the right thing to do but also makes good business sense. A culturally rich organization will be more successful in bringing innovative solutions to clients in the global marketplace.

On The Road To Greater Diversity

At Coopers & Lybrand, we started by creating a Diversity Advisory Group, led by our Chairman, Nick Moore. It laid the groundwork for a time-based strategy for achieving greater diversity in our workforce and we already have several initiatives under way that will help us capitalize on the value diversity can bring to our firm.

In 1994, the firm held its first National Women Partners' Conference to address issues that female employees face at Coopers & Lybrand. This conference set the stage for similar forums at offices around the country. A second conference was recently held.

We established the Coopers & Lybrand Scholars Program to provide top-performing undergraduate minority students with annual scholarships and internship opportunities. The firm expanded its commitment to INROADS, a program that identifies talented minority college students and arranges for business internships.

In 1996, 60 INROADS interns will work throughout Coopers & Lybrand. In addition. the firm has increased its financial support of, and participation in, organizations that serve minorities, such as the National Association of Black Accountants.

What's Ahead

To learn more about perceptions concerning diversity in the firm, we have held a series of diversity focus groups throughout the organization. The information gained is helping shape new diversity initiatives that will enable us to realize the diversity goals expressed in our Values Statement and business strategy.


DuPont believes diversity is a business imperative. We must apply an array of talents, experiences and perspectives to business opportunities and issues in order to win in the global marketplace. After all, people of all races, nationalities and ages are our customers and we must meet or exceed their expectations if we are to successfully continue providing "Better Things for Better Living."

At DuPont, we are proud that:

* More than half of DuPont's new hires for professional and management positions are minorities and women.

* Our employees represent a rich mixture of backgrounds and ethnic groups. Our diversity programs range from extensive training workshops and mentoring and support more than 100 multicultural networks through which employees share life experiences. We will continue to provide upward mobility opportunities for people of color and women to help them reach higher levels of responsibility and leadership.

* During the past five years alone, we have given over $1.8 million per year to a number of programs, including the United Negro College Fund, National Action Council for Minorities in Engineering, the Society of Hispanic Professionals, and the National Consortium for Graduate Degrees for Minorities in Engineering. We will continue to support these programs and others in the form of job recruitment opportunities, internships and minority scholarships.

* We recently won the "Corporation of the Year" award from the National Minority Supplier Development Council for our TEMPO (To Exchange Minority Purchasing Opportunities) program. During the past four years, DuPont has purchased more than $ 1.2 billion in goods and services from minority suppliers, including raw materials, equipment and supplies, as well as contracting, freight and transportation and information systems.

We recognize that creating a diverse workforce using the full potential and creativity of each employee is a continuous improvement journey.

Edward Jones

Edward Jones, one of the nation's fastest growing investment firms, provides more than 3,300 individuals with the opportunity to run their own businesses. Over the next decade, the firm intends to triple its number of brokers, thereby enabling more than 10,000 individuals the chance to "be their own boss."

To achieve its aggressive objectives, the firm will need applicants from all ethnic and racial backgrounds and both genders. "We want our sales force to be a reflection of society at large," says Jones' Managing Principal John Bachmann.

Although it may be politically correct, Jones' interest in increasing the number of minorities in its sales force is not altruistic. Today, minorities represent 26% of the U.S. population. By 2050, more than half of all consumers, including those for financial services, will be minorities. It stands to reason that those best suited to tapping the minority market are minorities themselves.

The obstacles Jones faces in attracting minorities include the general perception that the financial-services industry is not open to minorities. Through publications such as Black Enterprise, Jones is attempting to spread the word that minorities are indeed welcome and that they can succeed in this industry - if they seize opportunities like ours that include training, preparation and the chance to grow and achieve without limitations.

Empire Blue Cross/Blue Shield

To succeed, diversity programs must work on a number of levels. No one knows this better than Empire Blue Cross and Blue Shield, the largest health insurer in New York State and one of the three largest "Blues" in the U.S. The company has run a steady diversity program over the years. These efforts have paid off by building a workforce in which over 30% of all employees come from different ethnic backgrounds,

But that record was not good enough for Dr. Michael A. Stocker, the insurer's new president and chief executive officer, when he joined the organization in late 1994 He wanted to make sure that this commitment to diversity was visible up and down the ranks

To reinforce this coal, Dr. Stocker established a corporate wide Diversity Council in 1995 consisting of employees from varying backgrounds and cultures. He put two senior executives in charge of the group: Linda Tufo, assistant vice president, of staffing and development and Zenobia Collins-Johnson, assistant vice president of utilization management, further demonstrating his commitment to diversity. Results of the Council's efforts are already visible. There has been hiring of managers with diverse backgrounds into key positions. In addition, Empire will be working with Asian, Hispanic, and African American ad agencies to create and launch targeted ethnic advertising campaigns. "These campaigns will be important in communicating our message to all communities where we do business," says Sandra Buchanan, director of advertising.

Another initiative, under Dr. Stocker's leadership centers around expanding educational opportunities for New York City's minority youngsters. In conjunction with the New York City Chapter of One Hundred Black Men, inc. and their scholarship program, Empire Blue Cross and Blue Shield has taken a leading role in the development of youngsters. This involvement lead to the donation of a new computer facility "The World is Your Empire Computer Center" by Empire Blue Cross and Blue Shield to Roosevelt High, a Bronx high school with a predominantly minority population.

These initiatives are important to Empire Blue Cross and Blue Shield. They are responding to the needs of the communities in which they do business.

Ernst & Young LLP

Ernst & Young LLP's diversity initiatives are driven by the firm's commitment to provide an open, flexible, and supportive workplace that values the individual contributions of all its people. One of the relevant objectives relates to recruiting people of color and the ongoing career development and advancement of women and people of color. Among its myriad of strategic initiatives is its partnering with minority schools and organizations to provide scholarships and other financial assistance for minorities to pursue higher educational objectives.

Through its foundation, scholarship funds in excess of $300,000 were committed for fiscal year 1996, These scholarship funds are generally renewable each year for a five-year period. Scholarships have been awarded to undergraduate and graduate-level students. Additionally, through partnering with organizations such as A Better Chance and Inroads, scholarships have been awarded to high school students as well. To further the firm's partnering with universities, Ernst & Young is piloting a "Business Scholars Program" at a HBCU. This program is designed to enhance the business skills of selected juniors and sophomores at this university. The Ernst & Young Business Scholars Program brings experienced practitioners to the classroom to discuss specialized business topics, ranging from financial derivatives to IPOs and professional competencies, such as leadership and team-based skills. The seminar sessions culminate in a "case study" competition co-developed by the university's faculty and Ernst & Young.

"Ernst & Young's partnering concept is ideal," says Allen Boston, a partner in national recruiting. "The firm provides more than just funding resources, but we also team with the universities and organizations to address common goals. This approach is consistent with all initiatives articulated by the firm's Diversity Task Force, led by Phil Laskawy, Ernst & Young's chairman and CEO. Through his leadership, the firm is committed to making a difference."

Federated Department Stores

With an employee base as diverse as the merchandise it sells, Federated Department Stores Inc. strives to mirror the communities in which it operates nationwide.

Now the largest operator of fashion-driven department stores in the U.S., Federated is a $15 billion company, with more than 400 department stores and 150 specialty locations in 36 states. Its department store name plates are among the best-known in the country: Bloomingdale's, The Bon Marche, Burdines, Goldsmith's, Lazarus, Macy's, Rich's and Stern's. And its specialty stores, Aeropostale and Charter Club, serve customers in malls from coast to coast.

To ensure the success of its diversity strategy, Federated adopted a three-pronged approach, focusing on proactive efforts in the areas of:

* recruitment

* retention

* communications and continuing education Federated aggressively pursues recruitment strategies designed to produce the best mix of people, while attracting candidates with a wide array of backgrounds, talents, experiences and perspectives. To help ensure success in this regard, the company developed, and is maintaining, meaningful relationships with numerous national minority organizations and educational institutions. With them, Federated works to identify and tap potential high-performers for positions throughout the company.

Within a nationwide workforce of approximately 120,000, opportunities in Federated are just as diverse - from positions as sales associate, fashion designer and marketing professional to careers in accounting, information systems, logistics and law, to name but a few. Once inside the company, Federated's commitment to diversity includes identifying high-potential individuals for career advancement and growth, thereby ensuring that the most talented individuals are given every opportunity to build rewarding and fulfilling careers with Federated,

In addition, ensuring diversity within Federated includes an active and successful Minority Vendor Development Program. This program has been active since 1984. In 1995, the program generated more than $120 million in sales and services.

KPMG Peat Marwick LLP

Today, the underrepresentation of minorities in the corporate workplace remains an imposing challenge for American business. In a global environment where the customer and client bases represent a sweeping spectrum of races, ethnicities, and backgrounds, the companies that embrace workforce diversity are the ones most likely to succeed in meeting client and customer needs.

KPMG Peat Marwick LLP has created and supported programs to bring our firm - and all of corporate America - closer to realizing workforce diversity's full potential.

Today, the KPMG Peat Marwick Foundation administers a number of diversity initiatives that focus on root causes and long horizons, including:

* The PhD Project. Its goal is to substantially increase minority representation on business school faculties, thereby encouraging more minority students to pursue business degrees, while better preparing all students for today's multicultural work environment. It is an unprecedented program, drawing hundreds of the best, brightest and most motivated African, Hispanic and Native Americans in the business and nonprofit sectors back to academia as Ph.D. students. After earning doctorates, they will be ready to become professors on business school faculties.

* The Minority Accounting Doctoral Students Association, created by the KPMG Peat Marwick Foundation. The first national association for minorities pursuing Ph.D. degrees in accounting. A similar organization is being started for minority Ph.D. students in management information systems.

* The Minority Accounting Doctoral Scholarship Program, a growing program of financial support for those now in Ph.D. programs.

* Historically Black Colleges and Universities Accreditation, a program of financial assistance for these institutions to continuously improve quality by pursuing accreditation as awarded by the American Assembly of Collegiate Schools of Business.

KPMG's internal diversity efforts recognize that recruitment, retention, and advancement of minorities must proceed in tandem with broader external efforts to enlarge the minority applicant pool.

Microsoft Corporation

Microsoft has programs in place to acquire talent from the African American community. Those programs include efforts with national organizations, historically black colleges & universities (HBCUs) and those with high African American enrollment, advertising in ethnic media and via Pathways, a newsletter targeted to professionals from diverse cultural backgrounds.

We are committed to the organizations we have developed relationships with in the past, and are constantly looking for new opportunities to enhance these relationships. We support members of these organizations (such as the National Black MBA Association, Black Data Processing Associates, the National Society of Black Engineers, NAACP etc.) through involvement and sponsorship at the national and local levels.

Efforts at the college level go beyond recruitment at HBCUs and schools with high black enrollment to include a technical minority scholarship program targeted at key universities and one open to all students nationwide. Further, scholarship programs are dedicated for minority high school internships within our local community in Seattle.

The goal of the recently published newsletter, Pathways is to give people more information on Microsoft as a company, our people, our community involvement, diversity outreach activities, industry updates, future technology updates, product updates and career opportunities. This publication is not an advertisement, and is not meant to take away from our support of ethnic media. To join the Pathways mailing list, please send e-mail to: pathways@microsoftcom; or fax us at (206) 936-7329, Attn.: Lisa Buck.

Motorola Semiconductor

Product Sector

We know our visible leadership is critical if we are to successfully build an organizational capacity to tap the potential of all our people in a global business environment. The anticipated business objectives include: a richer array of business options and ideas; a larger pool of available talent from which to select; higher level of trust and respect in the organization; and greater insights into customer needs as we mirror our customer base.

SPS leaders are also committed to learning with, listening to, and supporting our employees, ability to influence change. The SPS Multi-Cultural Board for African American Achievement is evidence of this principle "in action." The Boards purpose is to identify and drive key actions needed to attract, integrate, develop, retain and advance African Americans. The Board's recommendations, though focused on African American success, will impact our overall capacity toward achieving diversity.

Our programs are tracked in many ways. Gary Tooker, Motorola CEO, champions the achievement of our aggressive party goal that was initiated in 1986. This goal requires that minorities and women be full represented in all management categories, and this achievement is sustained over time.

Managers such as Vernetta Daniely and Connie Butchee are dedicated to systemic and cultural change efforts. In her role as diversity manager, Vernetta Daniely focuses on team building, diversity leadership and change catalyst development, among other organizational effectiveness efforts linking diversity to business success.

Connie Butchee, diversity staffing manager, develops state-of-the-art recruitment strategies to attract the diverse workforce that will be our competitive advantage.

At Motorola SPS, the Sourcing and Recruitment Department reviews its diversity recruitment activity with senior management regularly


Internal Consulting Produce Results

Why is diversity so important to NYNEX? Robin Phillips, director of Corporate Culture (Cultural) Initiatives sums it up this way: "We operate in New York City, where there is a very make sure the company looks like the customers we serve."

To do that, NYNEX has taken an innovative approach by creating an internal diversity consulting group under Phillips. The consultants go out and help each individual department by identifying diversity challenges, setting goals and helping to achieve them.

"We try to blend diversity into the business departments of our units rather than make it a separate human resource program,,, explains Phillips. "We have diversity consultants who meet with the departments to help them do that."

Phillips' three consultants work individually each department. As a result of their efforts, several departments have formed their own Diversity Councils. The councils make recommendations to the vice president in charge, who can then start the ball rolling on different programs. Diversity consultants can also help departments identify specific problems. That was what happened during discussions about account executive positions in the sales department where minorities are substantially underrepresented .

"We recognized the difficulty of attracting people color to sales jobs," says Phillips. To remedy is, NYNEX planned an internal job fair at its New York headquarters targeting African American, Asian and Hispanic employees. It was deal of interest. So it helped dates for those positions among our minority employees."

But Phillips does not measure the success of her consultants simply by the numbers. "Its not just a matter of meeting goals. Diversity is a little more strategic,, she says. Our diversity targets are our business objectives."


Pacesetter is extremely proactive in its efforts to attract and retain qualified individuals, with particular emphasis on minority hires. in concert with our recruitment advertising agency, we have developed a media plan that is evaluated on an annual basis to determine the recruitment resources that have been successful in attracting pools of qualified candidates, specifically qualified minorities.

In addition, Pacesetter has developed a rapport with at least W placement agencies (no fee) in the Los Angeles community to submit applications or resumes of qualified minority candidates. An annual mailing of our EEO/AAP statement is sent to any agency interested in referring qualified candidates to the organization. Should we need to elicit the assistance of a search firm, Pacesetter advises the search firm that it is an Affirmative Action Employer and that its pool of candidates should include qualified minorities.

To track our efforts we are in the process of implementing a formal Corporate Succession Planning/career Development Program. The Succession Plan will focus on key positions, the incumbents and identifying successors to these positions. Types of information tracked would include, but is not limited to: employee career goals, job requirements/competencies, completed training programs, development traininq action plans, historical information, management review forms and others information deemed pertinent. The Career Development program wall be designed to merge the objectives of key individuals with broadly defined and specifically outlined organization goals. These will be based on long-term strategic objectives that emphasize management development, experience, and the acquisition of management and professional skills and talents that the company has identified.

Ethnic media will play a major role in our efforts to develop a diversity program. I feel it is paramount to promulgate Pacesetter's existence in the mainstream to continue to attract talented individuals that can make a difference because of the background and experiences they can contribute to an organization. We will undertake a demographic study to define the target audiences of professionals Pacesetter would want to attract. We will make an effort to reach and build an image with the potentially interested professionals.

Philips Morris Companies, Inc.

Diversity - A Competitive Edge

Diversity is the hallmark of Philip Morris Co. Inc., and the key to our competitive edge. As the world's largest consumer packaged goods company, the Philip Morris group employs 151,000 people - more than half of them outside the United States - and sells its products in over 180 markets. Every day at least 100 languages are spoken, and in the United States, one of every four PMers is a person of color and one of every three employees is a woman.

This diversity has contributed a special strength to Philip Morris. By harnessing it, our company an is uniquel positioned to maximize productivity and creativity in a fiercely competitive global economy.

The process of tapping into this rich talent base begins with the Affirmative Action and Diversity Committee led by our chairman and CEO; it is composed of senior executives and a nonemployee director. The committee is responsible for establishing the company's diversity focus. setting direction and policy; determining objectives: and monitoring progress.

In 1995, Philip Morris reinforced its commitment to diversity by including diversity in the succession planning and incentive compensation systems. The results of this process have objectives similar to any other business objectives.

Philip Morris has long known that a culturally sensitive and diverse workforce is better able to meet its customers, needs and produce better business results. This strategic imperative is part of our company's culture, and means that our commitment to diversity will not diminish. This includes our commitment to the Philip Morris Supplier Diversity Program, which has paid more than $ billion to businesses owned by women and people of color since 1981.

Just as Philip Morris is a leader in its food, tobacco and beer businesses, our goal is to be the Employer of Choice for talented people everywhere.

Price Waterhouse LLP

At Price Waterhouse, we believe the term "diversity" incorporates all the characteristics that make us unique as individuals - background, culture, lifestyle, our different points of view, approaches to solving problems, ways of working and how we view career goals. We believe our commitment to diversity is a business imperative. This commitment is demonstrated by such ongoing initiatives as:

* Our National Diversity Council, which sets our firm's diversity agenda and ensures our leaders, attention to high-priority issues;

* Our extensive network of lifestyle and diversity committees, formed by members of our practice offices to locally address a wide range of quality-of-life and diversity issues.

* The diversity education modules we developed to improve communications and relationship-building skills to help members of our increasingly diverse firm work together more effectively with each other and with our clients;

* A variety of mentoring and networking initiatives to increase the leadership opportunities for women and people of color But we also realize that these efforts are meaningless without measurable results. So we monitor our progress through firmwide surveys of staff and partners, as well as performance evaluations that measure individual efforts to support and promote diversity at Price Waterhouse - factors that also influence promotion and compensation decisions. These are just some of the ways we continue to build an environment of inclusiveness, where our individual differences are not only recognized but valued.

Today, the underrepresentation of minorities in the corporate workplace remains an imposing challenge for American business. In a global environment where customers and clients represent a sweeping spectrum of races, ethnicities, and backgrounds, the companies that embrace workforce diversity are the ones most likely to succeed in meeting client and customer needs.


Safeco, recognizes the role that a positive work environment plays in maximizing productivity among employees which results in a very positive bottom line for the company. To that end, the objective of Safeco's diversity initiatives is to have an environment which is built around mutual respect, understanding and cooperation. While individuality and integrity are highly recognized and rewarded attributes, it is the shared goals and common vision of the future that guide the efforts of every employee and manager Managing diversity is an inclusive process of developing all Safeco employees to maximize their potential.

Recruitment efforts to achieve the goal of a diversified include local and national advertising, participating in job fairs, on-campus recruitment, affiliations with organizations committed to strengthening communities including the Urban League and the NAACP Each of Safeco's local offices is networked with multiple organizations with the specific goal of recruiting talent.

Ethnic media plays a very important role in the company's diversity program. Ethnic media is utilized as a vehicle to extend a personal invitation to potential customers investors and employees. Print vehicles that comprise the national media plan include Black Collegian, BLACK ENTERPRISE, Careers &, the Disabled, Hispanic magazine, NAACP National Publication, The Southern Christian Leadership Publication, Transpacific and the Wings of Change.

Safeco of its efforts for having women and people color in upper management positions. A very conscious effort is being made by senior management to prepare more women and people of color to take on other responsibilities. Currently the highest ranking African American would be on the board of directors. There are other African Americans who are officers of the corporation in addition to women and other people of color.

SmithKline Beecham

Diversity Mission

SmithKline Beecham initiated its Managing Diversity initiative in 1994. The objective of the Managing Diversity initiative was to foster the creation and maintenance of an environment that embraces values, celebrates and benefits from a diverse workforce throughout the organization."

SB's global diversity strategy is to accomplish the achievement and management of a diverse workforce throughout Smithkline Beecham. We are committed to creating a spirited climate of diversity, one that embraces people of diverse backgrounds to naturally enable them to reach their full potential in pursuit of SBS objectives - consistent with our values and practices.

Recognizing that people are our greatest asset... We embrace the concept of diversity, and are committed to respect, reward and develop to their fullest potential individuals from diverse cultures.

Through the achievement and management of a diverse workforce, Smithkiine Beecham will seize the competitive opportunity to become the number one health care company in the world.


A Continuing Commitment to Diversity

TIAA-CREF's long history of commitment to equal employment opportunity and affirmative action has resulted in an impressive record of diversity at all levels of corporate operations. Chairman and CEO John H. biggs believes that a diversified workforce is essential to the development of a world-class organization, makes good business sense, and enables the company to attract top talent and allows them to provide a high level of service to their policy-holders. The company is currently one of four organizations to be awarded triple-A ratings, the highest possible ratings, by A.M Best Co., Duff & Phelps, Moodyb Investors Services and Standard and Poor's, based on the company stability, sound investment practices, management performance, claims-paying ability and overall financial strength.

TIAA-CREF emphasizes the recruitment of qualified women and minorities for positions at the professional, officials and managers levels. Minorities comprise 22.7% of the officials and managers and 40% of the professional staff. African Americans comprise 11.6% of the officials and managers and 22.7% of the professional staff. African-Americans are visibly represented in the company's senior management. Thomas W Jones, the current vice chairman, president and COO, is one of the few blacks in a top executive position in the financial services industry.

Active support of programs that encourage the development of women and minorities has been a consistent approach resulting in diversity at TIAACREF The programs include: INROADS, which prepares academically gifted minority youth for careers in business through summer internships: the New York City Partnerships Summer Jobs for Youth Program; the Thurgood Marshall Summer Law Internship Program; the National Black MBA Recruiting Program, an Actuarial Summer internship Program: and a Mortgage and Real Estate Internship Program to increase minority and female representation in the industry.

TIAA-CREF's commitment to diversity extends to its Boards of Trustees. Eight minorities and ten women, respectively, representing 23% and 29% of the combined Boards, resulted in the company being favorably cited by Catalyst as the leader among major U.S. corporations in the extent of minority and female board of trustees representation.

United States Postal Service

As the nations largest civilian employer, with 753,000 career employees, the United States Postal Service is a diverse organization, made up of women and men from many different races and cultures. Workforce diversity is a strength for the Postal Service, and is a source of new skills and ideas for serving and satisfying our employees and customers. Diversity is also a business imperative, since changing demographics are creating a new economy in which minorities are the fastest growing segment of the population - expected to represent half of all Americans by the year 2050. Minorities currently have an estimated purchasing power exceeding $600 billion in sales.

In 1992 Postmaster General Marvin Runyon established Diversity Development at the corporate level to assist the Postal Service in creating a more inclusive environment for employees, customer, and suppliers. Robert F. Harris, vice president of Diversity Development, who holds one of the top 40 positions at the Postal Service, is building a culture that promotes teamwork, acceptance and productivity among people who are diverse.

The Postal Service believes that diversity among suppliers promotes economic development and is one of the most effective resources any business can have. Diversity partners both internally and externally to ensure the existence of programs designed to provide suppliers with open access to contract opportunities. Diversity develops and suggest programs that will assist historically underutilized businesses. As a result of these efforts, during fiscal year 1995, more than $212 million (representing 5.1% of total Postal Service contract dollars) were awarded to minority-owned businesses.

Diversity Development is not a program or a system, but rather a combination of concepts and approaches that represent a long-term investment in the future of the Postal Service.

The Vanguard Group

While statistics on America's changing workforce vary, the overriding message is clear: the American population, once dominated by Western culture and white males, is shifting to a multicultural society with a powerful presence of women, people of color and the disabled. Unliked equality movements of the past that had only a strong social drive, this movement toward a diversified workforce is drive by economic necessity.

As the world comes to terms with these emerging demographics, the Vanguard Group has been preparing for just such a future.

We are experiencing a period of explosive growth. With over 1,000 new positions annually, our recruitment need is not only constant - but imperative. As we've watched the changing workforce take shape, Vanguard has made a very conscious effort to discuss not only what must be done to meet today's needs, but to venture solutions for what will be required for tomorrow.

We call this dedication of time and energies Strategic Staffing. By examining the skills and competencies we need main the leader in a competitive industry we've found that the answers to our questions lie in securing the most qualified, most diverse pool of talent available.

At the Vanguard Group, we believe value is measured by more than just appearance. That's why, our search for the best candidates, our fore most requirement is excellence. We are now seeking top-caliber men and women for a variety opportunities in all areas of our organization, including information technology, client services (individual and institutional), processing, fund and corporate accounting and customer relations.

To learn more about our career opportunities, send your resumes and cover letter to@ The Vanguard Group, PO. Box 876 Code: Dept. E96BLKSUM, Valley Forge, PA 18482. Fax: (610) 669-2722.

Walt Disney World, Co.

Diversity at Work

When it comes to knowing its customers and satisfying their needs, few organizations can rival Walt Disney World Co. in Orlando, Florida. Therefore, it should come as no surprise that the worlds No. I tourist destination is not only concerned with exceeding their guests, expectations, but also ensuring an environment that responds to the different needs and experiences of their diverse guests. According to Fredricka Howard, director of diversity, who is charged with leading an ambitious company-wide diversity process, Within Walt Disney World, diversity is seen as fundamental to our current and future business success."

"Understanding diverse quests, references is helping Walt Disney World Co. tap into new and emerging markets," says Howard. We want everyone to feel that Walt Disney World is a vacation destination for them. We want our diverse guests to see themselves reflected in the diversity of our cast members, and to feel that we understand, respect and value who they are.

Fostering a best place to work environment, attracting top diverse applicants, having minorities and females well represented in key positions and providing more opportunities for flexibility in the workplace are part of the company's employment-related diversity initiatives.

Walt Disney World Co.'s annual cast diversity celebrations include observances of Dr. Martin Luther King Jr.'s Birthday, Black History Month, Asian-pacific American Heritage Month, Hispanic Heritage Month, Disability Awareness Month, Diversity Week and Native American Heritage Month. "These celebrations open the door to understanding and appreciation of differences, thereby enriching the environment for all," says Howard.

Excellence in diversity is the company's long-term objective and involves all cast members, including top management. "Our leaders have made a commitment to this effort,"says Howard. "Judson Green, president of Walt Disney World Attractions Inc., has put diversity in the forefront of our business priorities. He is passionately committed to diversity and demonstrates his support on a regular basis."

Xerox Corporation

If there were an Oscar for diversity, it would probably go to the Xerox Corp. The company has had a top-level commitment to diversity programs since the 1-60s, the days of President C. Peter McColough and Joseph C. Wilson, founders of the modern Xerox.

The either they wrote to employees about diversity in sounds antiquated today. But what missing hits home. Xerox will not add to the misery of the present condition of most Negroes," they wrote. It will not condone the waste of a great national resource."

Castle, vice president of human resources for corporate strategic services. But today, the rationale has expanded. "Over time, it has become clear that, from a business perspective, its also the right thing to do," he observes.

Xerox's commitment has given the company a strong track record. Today, minorities make up 18 of its total of 251 vice presidents and directors, it has also created a very positive picture which Xerox can use when it comes to recruiting. "It provides us with an advantage in recruiting," says Castle. People believe that things being reasonably equal that, If I produce, I'll succeed."

Castle himself heads the human resource unit responsible for Xeroxs manufacturing operation. He is responsible for the hiring and promotion of 17,000 employees (about of the company's total workforce) in the groups that build and deliver products. Xerox main goal when it comes to recruitment and promotion is to mirror the U.S. workforce, according to Castle. We Census data to assure that our workforce is accordingly diverse, and try to mirror that inside the organization," he explains.

Today diversity is so ingrained in the thinking at Xerox that it permeates practically every function. "Almost anything we do, there is a diversity overlay," says Castle. If you hire people and don't provide them with appropriate opportunities for development, the il move out."

CIBA Pharmaceuticals

Looking Forward

At Ciba Pharmaceuticals, we believe diversity is a strength and we value the individual uniqueness and contributions of each of our employees. The differences that people bring, namely cultural and ethnic background, religion, race, gender and education, provide the organization with a wealth of talent and perspectives. Our goal is to leverage that talent to the fullest. As we move toward the 21st century, we are focusing our energies in the areas of recruitment, education, community outreach and training. We also believe that increasing our cultural awareness through recognition activities will reinforce our commitment to valuing the unique talents that we all bring to the table. We at Ciba recognize that there are many styles and ways to do things. The focus of business and how we approach customers, be they internal or external, will lay the groundwork for our success. "I believe that companies that learn how to tap into the potential of all employees are companies that will be successful in the future.,

Michigan National Bank

A Commitment to Diversity

The commitment to diversity at Michigan National Bank is supported throughout the organization. Douglas E. Ebert, Michigan National Banks president and CEO, plays a major role in meeting Michigan National's aggressive goals and objectives for diversity in the workplace. With the commitment from the senior management team, Michigan National Bank is taking great strides in the promotion and advancement of minorities and women.

Michigan National Bank's commitment to diversity is a conscious effort to recruit, hire, train and promote qualified minority group members and women into positions of responsibility, where they may have been or are underrepresented, compared to their availability in the labor market,

Michigan National Corporation, Michigan's fifth largest bank, is a diversified financial services corporation. It is based in Farmington Hills, Michigan, and has 201 branches throughout the state. Employing over 4,000 team members. National takes pride in its diverse staff of professionals.

Simon & Schuster

Educational Management Group

Simon & Schuster, including its many divisions, is committed to developing and maintaining a diverse workforce, and to creating an environment where all employees have the opportunity to reach their full potential and realize their professional goals.

Simon A Schuster has launched a diversity effort to increase its ability to recruit, motivate and retain a talented and diverse workforce to compete in a changing marketplace. The program includes implementing strategies, programs, education and an aggressive advertising campaign that will position Simon & Schuster as an Employer of Choice."

In keeping with that commitment, our polices provide that people are recruited, hired and promoted on the basis of their individual qualifications, Some of our companies are federal contractors. However, we voluntarily apply the concepts and practices of affirmative action to fully implement our equal employment opportunity policy at all levels and divisions of the company.

Walter Kaitz Foundation

Avenues of career access for people of color, such as employment agencies, business schools, professional trade organizations, networking efforts and internet groups are crucial for success. They must tap into these resources. Today I challenge the industry to break barriers, unlock doors of opportunity, create new horizons and hire the best and brightest people of color for tomorrow.

Walter Kaitz Foundation is the telecommunication industry's resource for diversity. Our industry recognized over twelve years ago that ethnic minorities made up a small percentage of the management workforce. Hence, the Walter Kaitz Foundation was formed within the cable industry. Since 1993 we have successful recruited and facilitated the placement of highly qualified people of color from diverse professions into the cable industry. Our mission continues to be: to diversify our management ranks,

Each year at our annual fundraising dinner an individual in the cable industry who exemplifies the success of the mission is honored. At the 13th annual fundraising dinner at the New York Hilton Towers on September 25, Mr. Robert L. Johnson, Chairman of Black Entertainment Television (Cable Network) will receive this honor
COPYRIGHT 1996 Earl G. Graves Publishing Co., Inc.
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Title Annotation:Special Advertising Section; An alphabetical compilation of major US corporations and government agencies with their statements
Publication:Black Enterprise
Date:Jul 1, 1996
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